Abstract Based on the “sympathize-identify-participate-spread” model, a questionnaire survey was conducted among 417 tourism short video viewers. Through empirical research, a model of the influence mechanism of tourism short video marketing on customer engagement was constructed, aiming to explore the new direction of tourism destination image publicity and the focus of tourism short video creation. The results show that tourism short video marketing positively influences customer integration from three aspects: communication content, communication scene and communication subject, and that customer inspiration plays a partial mediating role; Relationship strength positively regulates the relationship between tourism short video marketing and customer inspiration, and the positive indirect effect of tourism short video marketing on customer engagement through customer inspiration is stronger under the condition of high relationship strength.
ZHANG Yuexian,WANG Xueying. Research on the Influence Mechanism of Tourism Short-Form Video on Customer Engagement[J]. Chinese Journal of Management, 2024, 21(2): 261-.
